What Is Remarketing?
Remarketing (also called retargeting by some) is basically the act of showing ads, or marketing, to visitors that have already interacted with your brand in some way (usually viewing your website).
How It Works
A code is placed on different pages of your website (homepage, shopping cart, thank you page, etc). This code places cookies on the visitors computers. You are then able to use that cookie to follow them around the internet with additional advertisement for little cost.
How Much Does It Cost?
Remarketing is billed on a CPM model or Cost Per Thousand Impressions. This is where remarketing can really shine because you pay a flat fee for the impressions no matter how many clicks your ads receive. This means that you can create amazing ads that drive tons of visitors to your site for very little $$$
How Remarketing Brings You More $$$
Most businesses pay to drive traffic to their site through sources like ppc, ad buying, etc. But what happens to the visitors that don't make a purchase or contact you? If you aren't doing remarketing then you may never interact with that potential customer again!
Be There When The Customer Is Ready To Buy
Not everyone that visits your website is ready to make a purchase. A large amount of internet users are in other stages of the sales cycle (comparing, researching, etc). Remarketing ensures that your ad will be there when the customer is finally ready to make that purchase.
Convert More Visitors
Remarketing to shopping cart abandoners is a great example of how remarketing can generate more revenue. There are many reasons a visitor might place something in your shopping cart and then leave the website without buying. With remarketing you can entice them to come back and complete the purchase instead of losing them forever.
Build Your Brand
Branding is extremely effective if done correctly. Think of the biggest companies in the world and what you associate their brands with. Remarketing allows you to build a brand in a cost effective manner because you can target users that are directly interested in your product (they've already visited your website so you know they are interested in what you have!)
Here's How To Get Started
There are many different platforms to start your remarketing campaign so it can be a little overwhelming.
Here are a few things to consider:
- Is the platform self serve or is there a team to help you be successful?
- Is it necessary for you to have many segmenting options (most networks have limited targeting options)
- target users by mobile, computers and tablets
- target users by ads above the fold or below the fold
- target by website the user is visiting
- and much more
- How many networks does the platform have access to? (Google, Microsoft, Yahoo, Facebook, AppNexus, etc)
- Does the platform have a good support team?
Bottom line - Remarketing is an amazing tool and you should find a platform that has a good team to understand your objectives and help you along the way.
